The division was started on March 21, 1955[1] with its first and most successful head being Jack L. Warner's son-in-law William T. Orr. ABC had major success against its competition with Walt Disney's Disneyland TV series and approached Warner Bros. initially with the idea of purchasing the studio's film library (WB eventually sold the rights to the negatives of pre-1950 films and pre-1948 cartoons and shorts to Associated Artists Productions, or a.a.p., in 1956[5][6]). WB formally entered television production with the premiere of its self-titled anthology series Warner Bros. Presents on ABC. The one-hour weekly show featured rotating episodes of television series based on the WB films, Casablanca and Kings Row, as well as an original series titled Cheyenne with Clint Walker. The first one-hour television western, Cheyenne became a big hit for the network and the studio with the added advantage of featuring promotions for upcoming Warner Bros. cinema releases in the show's last ten minutes. One such segment for Rebel Without a Cause featured Gig Young notably talking about road safety with James Dean.

All shows were made in the manner of WB's B pictures in the 1930s and 1940s;[7] fast-paced, lots of stock footage from other films, stock music from the Warners music library and contracted stars working long hours for comparatively small salaries with restrictions on their career.

During the 1960 Writers Guild of America strike, WB reused many plots from its films and other television shows under the nom de plume of "W. Hermanos".[8] This was another example of imitating Warner Bros' B Pictures who would remake an "A" film and switch the setting.[9]

In 1960, WBTV turned its attentions to the younger viewer, for one program, anyway, as they brought Bugs Bunny and the other WB cartoon characters to prime time, with The Bugs Bunny Show, which featured cartoons released after July 31, 1948 (which had not been sold to Associated Artists Productions.), combined with newly animated introductory material. Also, that year saw the debut of The Roaring Twenties (which was thought to be a more benign alternative to Desilu's The Untouchables. Whether or not that was the actual case, it was, in fact, much less successful).

WBTV expanded on its existing genre of Westerns and crime dramas, and in January, 1962, produced its first sitcom, Room For One More. Based on the memoirs of Anna Rose, which in 1952 WB made into a movie starring Cary Grant and his then wife Betsy Drake (the only movie that they worked together in) about a married couple with two children of their own, who went on to adopt at least two more, the TV series starred Andrew Duggan and Peggy McCay as George and Anna Rose. Acting legend Mickey Rooney's son Tim, and Ahna Capri, who would continue to do episodic TV roles and feature films (arguably, her best-known movie was Enter the Dragon starring Bruce Lee) were cast as the Rose's natural children. The show only lasted for half a season. In the fall of that year, a WWII drama The Gallant Men debuted, but lasted for only one season.

WBTV exclusively produced shows for the ABC network until 1962, when GE True premiered on CBS.

In 1964, WBTV once again tried to turn a classic film comedy of its own into a sitcom, with No Time for Sergeants. Both the sitcom and the 1958 movie were based on the 1955 Broadway play, which starred Andy Griffith (TV's U.S. Steel Hour also adapted the stage play for TV in 1956). The sitcom starred Sammy Jackson as Will Stockdale, a naive Georgia farm boy drafted into the military. 1965 saw the debut of F-Troop, a Western spoof taking place at a U.S. Army post after the Civil War. Despite lasting two seasons, it is still considered a classic. Forrest Tucker, Larry Storch, and Ken Berry led an ensemble cast featuring military misfits, and an Indian tribe, who, among other things, forgot how to do a rain dance.

The streak of identifiable series subsided in 1963 with a halt of using stock company (acting) contract players and Jack Webb taking over WBTV and not being particularly successful. However, many series were still filmed at Warner Bros. such as F-Troop and The F.B.I.[11]

In 2006, WBTV made its vast library of programs available for free viewing on the Internet (through sister company AOL's IN2TV service), with Welcome Back, Kotter as its marquee offering. Some of these programs have not been seen publicly since their last syndicated release in the 1980s.

In August 2009 in Australia, The Nine Network and WBTV launched digital free-to-air channel GO! with WBTV holding a 33% stake in the new joint venture with Sony Pictures (titles were later picked up by rival Seven in 2011). During that, the network signed 4 more years with the output between 2011 and 2015.